Publishers should also attempt to learn how their readers interact with advertising as a way to better educate potential advertisers. Most of the advertising o

Publishers should also attempt to learn how their readers interact with advertising as a way to better educate potential advertisers. Most of the advertising on my site is not for products available for online purchase and my readers are architects and designers looking for inspiration for future design projects. So whenever a company inquires about advertising I try to find out their goals - branding, online sales, etc... If it is to drive online sales, I believe it is my responsibility to let them know that those campaigns perform terribly. At that point, they can decide what to do, but at least they won't and shouldn't be surprised or feel taken advantage of if the campaign doesn't perform in a way I told them it wouldn't.